American Entrepreneurs

Season 1 Episode 7

Famous Wally Amos: Cookie King

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Famous Wally Amos: Cookie King
For twenty-five years, Wally Amos, better known as "Famous Amos," has been renowned primarily for his chocolate chip cookies. But Amos has lived many lives, and in this revealing hour, Biography examines his story, which is far more complex than the public knows. Born in Tallahassee, FL, Amos rose to become the first black talent agent at the William Morris Agency. He worked for thirteen years in show business, representing the likes of Simon and Garfunkel and the Supremes. Then, in 1975, Amos hatched a plan to open the world's first freestanding chocolate chip cookie store. The way Wally saw it, the cookie was his client-and he took his new charge to the top of the market. Amos achieved great success with his cookies, but floundered when it came to running the business. He lost his company and by the early 1990s, Amos was broke. Wally also had difficulties in his personal life. His first two marriages ended in divorce and he had strained relationships with his three sons. As he grew older, Wally Amos took a look at his mistakes and worked hard to correct them. He has been married to his third wife, Christine, for twenty-one years and the couple has a teenage daughter. Wally has also rebuilt his relationships with his three sons from two previous marriages. Wally has even rekindled his relationship with Famous Amos, the company that he created. Keebler Company bought the business in 1998, and asked Amos to resume his role as the cookie's promoter. And Wally isn't only a cookie man. He now owns a fat-free muffin company called Uncle Wally's. Today, he's working more than ever - promoting Famous Amos and Uncle Wally's or donating his time to the many charities he supports. When he's not on the road, Wally's at home with Christine or spending time with his four children.moreless
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